Court bans Coles 'fresh bread' ads

29 Sep, 2014 02:31 PM
Investigators said the goods had in fact been made months earlier on the other side of the world

SUPERMARKET giant Coles has been banned for three years from advertising its bread was made or baked on the same day it was sold when this is not the case.

Coles was also ordered to display a Federal Court notice in its stores and on its website telling shoppers that it had broken Australian consumer law by falsely advertising bread products as "freshly baked" and "baked today".

Former Victorian Premier Jeff Kennett, whose complaint about a loaf of Coles bread triggered an investigation by the federal consumer watchdog, said the ruling was a win for consumers.

The Australian Competition and Consumer Commission (ACCC) launched proceedings against Coles in June 2013, accusing the supermarket chain of misleading consumers to think bread was made on the day at the store when, in some cases, the bread had been partially baked months earlier in overseas factories.

In June, the supermarket chain was found guilty by the Federal Court of misleading shoppers. Federal Court chief justice James Allsop said at the time that Coles had breached three sections of Australian Consumer Law.

In the ruling handed down on Monday, Coles was banned for three years from promoting its bread as being baked in store or made from fresh dough on the day it was sold, when this was not the case.

It must also tell customers that it had been found to have made the false, misleading and deceptive representations by advertising bread as fresh when it had been made and partially baked and then frozen, sometimes months earlier overseas.

Offending brands

The offending breads were sold under the brands 'Cuisine Royale' and 'Coles Bakery', with labelling and advertising claims that they were "Baked Today, Sold Today" and/or "Freshly Baked In-Store".

ACCC investigators said the goods had in fact been made months earlier on the other side of the world, namely, Denmark, Germany and Ireland, before being frozen and transported to Australia.

The court is yet to make a decision on whether to fine Coles, which faces penalties of more than $3 million.

The ACCC investigation was launched after Jeff Kennett complained when he discovered a loaf of Coles bread that was advertised as freshly baked in-store had been made in Ireland.

On Monday Mr Kennett said the ruling should serve as a warning to supermarkets and advertisers.

"I hope this stands as a shot across the bow of not only companies that sell and offer goods and services, but those companies that are contractors to deliver the advertising and promotion of their activities," he said. "The public are entitled to receive accurate information of things that they are being tempted or in the pursuit of purchasing."

Kennett's complaint taken seriously

Mr Kennett said the decision was a win for consumers and showed that the system worked. "The complaint I lodged was taken seriously, was not considered to be frivolous," he said.

"I just wanted to put an end to what I thought at the time was misleading advertising. This ruling has done that. [A fine] wasn't my objective when I made the complaint. My complaint was made with the objective of getting the practice changed."

ACCC Chairman Rod Sims said: "The ACCC welcome the orders from the Court this morning, which follow on from the Court's earlier decision that Coles' representations were false or misleading."

A Coles spokesman said the supermarket would comply with the orders and ensure all misleading signage relating to the bread was removed within seven days.

"It was never Coles' intention to mislead our customers, but we accept that we could have done a better job in explaining how these products are made and we have already made changes to ensure customers are properly informed," the spokesman said.

With AAP.

Date: Newest first | Oldest first


John Newton
30/09/2014 6:34:12 AM

There's a very simple rule for deciding what is fresh. Any food labelled fresh isn't. After tha,t use your eyes and nose.
30/09/2014 11:36:32 AM

So this "Australian" company does not even use Australian flour ... but they still call themselves ... Australians supporting Australian Farmers ... disgraceful
1/10/2014 12:36:49 PM

A slap on the wrist,but the money has already been made!
1/10/2014 1:39:40 PM

As a beef stud operator with a close relative who had the misfortune of trying to make very senior management of Coles understand the economic importance of hormone use in cattle and their arrogance and off-handedness during the meeting, I will never shop at their stores. I have related the details of this meeting to many of my Beef breeding" colleagues and they would now rather shop anywhere but at Coles. Their top management are not Australian and are remunerated on turnover and profit irrespective of at whose cost.
David Harrison
1/10/2014 8:34:49 PM

It shouldn't be whether to fine, but how much!


Screen name *
Email address *
Remember me?
Comment *


light grey arrow
I'm one of the people who want marijuana to be legalized, some city have been approved it but
light grey arrow
#blueysmegacarshowandcruise2019 10 years on Daniels Ute will be apart of another massive cause.
light grey arrow
Australia's live animal trade is nothing but a blood stained industry that suits those who